Jockey in India – Riding through Opportunities and Challenges in the Indian Innerwear Market

Code : MM0091

Year :

Industry : Textiles & Apparel

Region : Asia

Teaching Note: Available

Structured Assignment : Not Available

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Abstract: Jockey International Inc., the US-based multinational renowned for its innerwear business, entered the Indian market through a master franchisee, Page Industries Ltd., in 1995. Jockey was initially perceived as an expensive foreign brand. Despite this, it grew its business quite well, partly by transforming the Indian innerwear market itself through its innovative marketing and distribution. It also offered better quality, comfort, and choice of designs than the other brands that were available, thereby providing good value for money.

The COVID-19 pandemic brought about a significant shift toward online buying of innerwear. Several online first brands entered the fray and achieved considerable success within a short span of time.

In addition, several renowned international brands entered the Indian innerwear market. Indian consumers opened up to these expensive foreign brands with relative ease, thanks to the pioneering efforts made by Jockey. There was also significant consolidation in the industry through mergers and acquisitions and with large retail companies marketing multiple brands of innerwear. The legacy economy brands too added premium brands to their portfolio. In view of all these developments, there were numerous challenges that Jockey would likely have to face and overcome to retain and grow its sales revenue, profit, and market share.

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Pedagogical Objectives:

  • Understand the background against which Page Industries went about establishing and building the Jockey brand in India against various odds.
  • Learn about market competition and the strategies adopted for developing Jockey into a successful brand, amidst a dynamic competitive scenario.
  • Analyze the challenges that could lie ahead due to the changing competitive environment, and come out with possible strategies to address them.

    Keywords :Marketing Strategy; Business Strategy; Competitive Strategy; Market Development; Channel Development; Competition; Jockey International; Jockey India; Page Industries; Innerwear; Underwear; Intimate wear; Lingerie; India; United States

    Contents :
    » Introduction
    » Background Note
    » The Indian Innerwear Market
    » Jockey’s Products and Production
    » Jockey’s Distribution Network
    » Advertising Campaigns & Promotions
    » Competitive Landscape
    » Road Ahead
    » Exhibits

    Case Introduction >>

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